Date: 3rd January, 2018
Imagine cost wasn’t an issue – what would you do for your business if you could? Big brands know they need to make maximum impact and be ahead of the game. Are you thinking like a big player?
Marketing products cost money but are worth the investment.
Your brand – do you know who you are and what you stand for?
Does your brand look professional? Even if you’ve been in business for 40 years and never changed your logo because ‘everyone knows it, and it’s on all our vehicles’ you should revisit it to check it’s still in line with modern expectations.
Actually, if you haven’t changed your logo in 40 years you should DEFINITELY be looking at a refresh. All big brands updating their branding periodically - look at Google, for example, they are only 19 years old and have had many revisions:
Your website - does it work?
Companies often neglect their website as it is can feel like a money pit. However, nearly all forms of marketing campaign lead back to your website – it should be at the top of your list. Check the following as a minimum:
- Does it load quickly?
- Is the information up-to-date?
- Does it work on a mobile?
If you answered no to any of the above, you need a website design review ASAP. Your website needs to be updated as often as you would your company computer - technology becomes cleaner, faster and more appealing all the time.
Are you creative or are you plodding on with the same old marketing year after year?
Have you thought about crafting a creative campaign to underpin everything you do? We’ve created some extremely successful creative campaigns for our clients, including the NHS ‘Belong to Something’ campaign, which has had over 3 million digital impressions to date.
These campaigns really underpin everything you then do, they give you an identity and a motivation - I can honestly say this is one of the best things you can do for your marketing.
Quirky campaigns - have you done anything significantly different?
Have you sent every potential client a gift of some kind and asked them to get in touch? We’re not talking about a pen or leaflet, but an item of significance such as daffodils in a pot if you’re a landscaping company, or lip balm for a dating company. We’ve had some fun in the past year sending out blue roses on valentine day, and an empty Easter egg box - we presented them with a chocolate egg during a free audit of their site.
End-to-end marketing campaign
The BEST campaigns have a 360 approach to getting in front of customers. First, identify potential customers and build a good database. Then make sure all marketing materials are in line with the product and market they’re targeting. For example, our Rozone ‘Don’t Get Dropped’ campaign had a photo shoot, video and dedicated landing page.
Then, you have to get in front of customers from many angles and many mediums - mailshots, social media, email-shots, and relevant associated media placements such as journals, magazines and newspapers.
Finally, develop a clear strategy with your team on how you’re going to gather data and follow up enquiries – whether this is via digital retargeting, or picking up the phone and giving them a call.
Successful businesses don’t tend to wait for opportunities... they create them themselves!
